Cosmetic brands prioritize sweat-proof formulations
Implications - Cosmetic brands are offering items made specifically for the impacts of warm weather, including excessive perspiration. More than enhancing the effects of the products and their ability to last longer, sweat-proof formulas cater to consumers seeking convenience in their day-to-day rituals.
Workshop Question - How could your brand add an elevated function to its product/service?
Trend Themes
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Athleisure-inspired Makeup — The rise of athleisure wear has led to the creation of makeup products that cater to the active lifestyle with sweat-proof, transfer-proof and long-lasting formulas.
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Sweat-proof Formulas — Beauty brands are offering sweat-proof and waterproof formulas for cosmetics that are resistant to heat, humidity and perspiration, catering to consumers seeking convenience and durability in their day-to-day routines.
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Setting Sprays — Beauty brands are showcasing setting sprays that lock in makeup for long hours without melting, cracking, fading or creasing, especially with a focus on workout-proof and transfer-proof makeup.
Industry Implications
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Beauty Industry — Beauty brands can leverage the athleisure trend by offering makeup products that cater to the consumers' physically active lifestyles.
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Athleisure Industry — Clothing brands in the athleisure space can partner with beauty brands to offer makeup and beauty products that cater to the active lifestyle.
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Fitness Industry — Fitness brands can collaborate with beauty brands to offer sweat-proof and workout-proof makeup products that are suitable for consumers who prioritize maintaining active lifestyles.
